Amazon holds 68% of smart speaker market share

With 12 million smart speakers set to be sold in the fourth quarter alone, it’s looking like a very happy holiday indeed for companies that have these products on the market.

New products can also expect to drive more comparison shopping amongst consumers — and Amazon will win its fair share of those comparison battles. Amazon is dominating the market that it more or less defined. Not only is Alexa residing in a rapidly increasing range of Echo products, a revamped Echo among the most recent ones, but Alexa is also driving speaker products by partners like Sonos.